Question 1

If senior management already has made its decision, should marketing research be conducted? What questions should be considered?

Accepted Answer

It depends. If you are directed to do th

Question 2

The manager of a company selling cellular phones in rural U.S. markets asks you to conduct a survey to uncover what percentage of people in Kansas live in communities of less than 10,000 people. The problem with this research objective is that

Accepted Answer

A) it is irrelevant to the cellular company. 
B) it is already known and available from the U.S. Census Bureau. 
C) it will lead to a set of unstructured questions. 
D) it probably can't be determined with any level of accuracy. 
E) the research will be costly. 
A) it is irrelevant to the cellular company. 
B) it is already known and available from the U.S. Census Bureau. 
C) it will lead to a set of unstructured questions. 
D) it probably can't be determined with any level of accuracy. 
E) the research will be costly.

Question 3

After defining objectives and research needs, the next step in the marketing research process involves

Accepted Answer

A) research evaluation. 
B) data collection. 
C) data analysis. 
D) research design. 
E) report writing. 
A) research evaluation. 
B) data collection. 
C) data analysis. 
D) research design. 
E) report writing.

Question 4

When Gary was hired at Eco-Supply Inc., he was required to spend the first month of employment traveling to different areas of the states to personally witness how consumers used the company's products. What form of qualitative research is Gary engaged in?

Accepted Answer

A) experiments 
B) observation 
C) focus groups 
D) social media 
E) in-depth interviews 
A) experiments 
B) observation 
C) focus groups 
D) social media 
E) in-depth interviews

Question 5

Political consultants have been using marketing research for decades to help their candidates understand

Accepted Answer

A) who makes up the voting public and how to reach them. 
B) what ethical lapses they can get away with. 
C) which consumers spend the most money. 
D) how large their campaign signs should be. 
E) how to buy the votes they need. 
A) who makes up the voting public and how to reach them. 
B) what ethical lapses they can get away with. 
C) which consumers spend the most money. 
D) how large their campaign signs should be. 
E) how to buy the votes they need.

Question 6

Firms that are engaged in sentiment mining are analyzing data collected from

Accepted Answer

A) experiments. 
B) in-depth interviews. 
C) focus groups. 
D) social media sites. 
E) observations. 
A) experiments. 
B) in-depth interviews. 
C) focus groups. 
D) social media sites. 
E) observations.

Question 7

Using ________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.

Accepted Answer

A) questionnaires 
B) experiments 
C) in-depth interviews 
D) primary data mining 
E) observation 
A) questionnaires 
B) experiments 
C) in-depth interviews 
D) primary data mining 
E) observation

Question 8

In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who accessed their credit reports were surprised by the amount of information collected. What can marketers and marketing researchers do to minimize consumers' privacy fears?

Accepted Answer

Marketers can minimize these fears by re

Question 9

In questionnaire design, a question such as "How many minutes did you spend waiting in line at the grocery store last week?"

Accepted Answer

A) is a question that respondents cannot easily or accurately answer. 
B) is a question that respondents are reluctant to answer because the information is sensitive. 
C) leads respondents to a particular response. 
D) asks two questions at once. 
E) is complex and something respondents may be unfamiliar with. 
A) is a question that respondents cannot easily or accurately answer. 
B) is a question that respondents are reluctant to answer because the information is sensitive. 
C) leads respondents to a particular response. 
D) asks two questions at once. 
E) is complex and something respondents may be unfamiliar with.

Question 10

Which type of research would be considered quantitative research?

Accepted Answer

A) experimental research 
B) observational research 
C) focus group research 
D) social media monitoring 
E) in-depth interviews 
A) experimental research 
B) observational research 
C) focus group research 
D) social media monitoring 
E) in-depth interviews

Question 11

If a magazine subscription service had 100 million subscribers at the end of the year, and 4 million of its subscribers left its service, it would have a churn rate of

Accepted Answer

A) 1 percent. 
B) 4 percent. 
C) 5 percent. 
D) 40 percent. 
E) 20 percent. 
A) 1 percent. 
B) 4 percent. 
C) 5 percent. 
D) 40 percent. 
E) 20 percent.

Question 12

With more than 310 million active customers and billions of pieces of shopping data, Amazon qualifies as a

Accepted Answer

A) big data user. 
B) syndicated data user. 
C) mining data user. 
D) panel data user. 
E) survey data user. 
A) big data user. 
B) syndicated data user. 
C) mining data user. 
D) panel data user. 
E) survey data user.

Question 13

Sentiment mining is one form of quantitative research.

Accepted Answer

A) True 
 B)False

Question 14

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Accepted Answer

A) churn. 
B) customer retention. 
C) customer lifetime value. 
D) big data. 
E) a sample. 
A) churn. 
B) customer retention. 
C) customer lifetime value. 
D) big data. 
E) a sample.

Question 15

Caroline is analyzing census data, looking for demographic segments that she can target for her new insurance products. What would be an advantage of using census data?

Accepted Answer

Census data (a form

Question 16

During the research design step of the marketing research process, researchers identify the type of data needed and

Accepted Answer

A) the statistical software to be used. 
B) the dates when data will be collected. 
C) the forum in which the data will be presented. 
D) the identities of research participants in the project. 
E) the type of research necessary to collect the data. 
A) the statistical software to be used. 
B) the dates when data will be collected. 
C) the forum in which the data will be presented. 
D) the identities of research participants in the project. 
E) the type of research necessary to collect the data.

Question 17

If your manager asked you to review invoice data for the last six months to look for any trends or changes, what kind of marketing research activity would you be engaged in? List and fully define the process.

Accepted Answer

Data mining uses a variety of

Question 18

Trevor is extremely embarrassed. He was giving a presentation on the research findings to the senior executives of the company. The CEO of the company stopped him in the middle of the presentation and said, "This is not what I asked for or needed. This meeting is over. Reschedule the meeting when you're prepared." What do you suppose could have gone wrong, and what should Trevor do?

Accepted Answer

There are two likely reasons for the CEO

Question 19

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Accepted Answer

A) True 
 B)False

Question 20

Parul manages an upscale women's clothing store. She wants more information about customer response to the upcoming fall fashion line she has been advertising on her website. To gather initial reactions and opinions from about a dozen of her most frequent shoppers, Parul would want to use

Accepted Answer

A) door-to-door surveys. 
B) focus group interviews. 
C) syndicated data. 
D) sales invoices. 
E) census data. 
A) door-to-door surveys. 
B) focus group interviews. 
C) syndicated data. 
D) sales invoices. 
E) census data.

If senior management already has made its decision, should marketing research be conducted? What questions should be considered?

The manager of a company selling cellular phones in rural U.S. markets asks you to conduct a survey to uncover what percentage of people in Kansas live in communities of less than 10,000 people. The problem with this research objective is that

After defining objectives and research needs, the next step in the marketing research process involves

When Gary was hired at Eco-Supply Inc., he was required to spend the first month of employment traveling to different areas of the states to personally witness how consumers used the company's products. What form of qualitative research is Gary engaged in?

Political consultants have been using marketing research for decades to help their candidates understand

Firms that are engaged in sentiment mining are analyzing data collected from

Using ________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.

In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who accessed their credit reports were surprised by the amount of information collected. What can marketers and marketing researchers do to minimize consumers' privacy fears?

In questionnaire design, a question such as "How many minutes did you spend waiting in line at the grocery store last week?"

Which type of research would be considered quantitative research?

If a magazine subscription service had 100 million subscribers at the end of the year, and 4 million of its subscribers left its service, it would have a churn rate of

With more than 310 million active customers and billions of pieces of shopping data, Amazon qualifies as a

Sentiment mining is one form of quantitative research.

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Caroline is analyzing census data, looking for demographic segments that she can target for her new insurance products. What would be an advantage of using census data?

During the research design step of the marketing research process, researchers identify the type of data needed and

If your manager asked you to review invoice data for the last six months to look for any trends or changes, what kind of marketing research activity would you be engaged in? List and fully define the process.

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Parul manages an upscale women's clothing store. She wants more information about customer response to the upcoming fall fashion line she has been advertising on her website. To gather initial reactions and opinions from about a dozen of her most frequent shoppers, Parul would want to use

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 10: Marketing Research

If senior management already has made its decision, should marketing research be conducted? What questions should be considered?

The manager of a company selling cellular phones in rural U.S. markets asks you to conduct a survey to uncover what percentage of people in Kansas live in communities of less than 10,000 people. The problem with this research objective is that

After defining objectives and research needs, the next step in the marketing research process involves

When Gary was hired at Eco-Supply Inc., he was required to spend the first month of employment traveling to different areas of the states to personally witness how consumers used the company's products. What form of qualitative research is Gary engaged in?

Political consultants have been using marketing research for decades to help their candidates understand

Firms that are engaged in sentiment mining are analyzing data collected from

Using ________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.

In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who accessed their credit reports were surprised by the amount of information collected. What can marketers and marketing researchers do to minimize consumers' privacy fears?

In questionnaire design, a question such as "How many minutes did you spend waiting in line at the grocery store last week?"

Which type of research would be considered quantitative research?

If a magazine subscription service had 100 million subscribers at the end of the year, and 4 million of its subscribers left its service, it would have a churn rate of

With more than 310 million active customers and billions of pieces of shopping data, Amazon qualifies as a

Sentiment mining is one form of quantitative research.

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Caroline is analyzing census data, looking for demographic segments that she can target for her new insurance products. What would be an advantage of using census data?

During the research design step of the marketing research process, researchers identify the type of data needed and

If your manager asked you to review invoice data for the last six months to look for any trends or changes, what kind of marketing research activity would you be engaged in? List and fully define the process.

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Parul manages an upscale women's clothing store. She wants more information about customer response to the upcoming fall fashion line she has been advertising on her website. To gather initial reactions and opinions from about a dozen of her most frequent shoppers, Parul would want to use

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters